NOOK Media LLC, a subsidiary of Barnes & Noble, Inc. (NYSE:
BKS), the leading retailer of content, digital media and educational
products, today introduced “Share” – a major television advertising
campaign to support NOOK HD and NOOK HD+. These new 7- and 9-inch
tablets are lightweight, but packed with pixels to deliver text,
graphics and video with stunning HD clarity so every book, movie and app
looks better than ever before. Despite numerous competitive tablet
launches this fall, demand for NOOK HD and NOOK HD+ has been
unprecedented, and momentum is expected to continue into the holidays.

NOOK HD and NOOK HD+ were designed to create an exceptional reading and
entertainment experience that the whole family can enjoy, and the
campaign was conceived with family at its core. New NOOK Profiles™, a
first-to-market feature, solves a new problem for the modern family:
while 50 percent of tablet owners share their device with other members
of the family, more than a third have content they don’t want anybody
else to see. NOOK Profiles makes it easy to create individual profiles
for every member of the family, instantly transforming the device to any
family member’s own tablet. That means children can freely enjoy all the
content they love without happening upon all that mom and dad would
rather they didn’t see. With a quick tap on a profile at the top of the
screen, the entire experience magically changes into that family
member’s personal tablet as their own content, including personalized
recommendations, appear on the display.

“Share” brings NOOK Profiles to life. The ad follows the 7-inch NOOK HD
through the house, family member by family member, as each attempts to
keep the captivating device to him or herself: a young girl hides away
in her closet reading Cat in the Hat, Dad tucks himself into an
empty bathtub to peruse Rolling Stone, and a little boy holes up
in the doghouse watching Disney Pixar’s Brave, until finally, Mom
gets her turn. The family’s golden retriever is there every step of the
way, sniffing out each hiding place.

“When we set out to develop a campaign for NOOK HD and NOOK HD+, there
were so many innovative aspects worthy of attention – from spectacular
resolution, weight and design to brand-new content and shopping features
– but only 30 seconds to fit them into,” said Glenn Kaplan, Creative
Director at Barnes & Noble. “We ultimately zeroed in on something we
knew was important to our customers and unique to these devices: they
are at once totally personal and completely shareable. We recognized the
opportunity to create a story these customers could relate to.”

The campaign was developed by Barnes & Noble with advertising partner
Mullen and directed by Todd Field of Smuggler, with visual effects by
Logan NY.

“The tablet battle will be in full swing this holiday,” said Dave Weist,
Executive Creative Director, Mullen. “We knew we had to focus on product
design and user interface but we also had to wrap this in a human story
that transcended tech and specs. That personal connection to reading in
all its wondrous forms is deeply rooted in the NOOK brand.”

The spot, which can be viewed at www.youtube.com/NOOK,
will break tonight on The X-Factor, The Office, Glee,
Scandal and The Voice, and is scheduled for over one billion
impressions nationally, across all major networks (ABC, NBC Universal,
CBS and Fox) plus cable networks (e.g. Food Network, HGTV, Bravo),
during all top-rated network shows. This unprecedented television media
buy will include broadcast on primetime programming like The Voice,
Modern Family, X-Factor, Dancing with the Stars, The
Big Band Theory, Grey’s Anatomy, Two and a Half Men, Mike
& Molly, NCIS, 2 Broke Girls, New Girl, The
Mindy Project, The New Normal, Once Upon a Time and many
others. The commercial will also be broadcast during the Macy’s
Thanksgiving Day Parade and the American Music Awards, a first for
Barnes & Noble. Additional media elements also include a presence on
CNET this Fall.

Just in time for the holiday season, the new NOOK HD and NOOK HD+ are
optimized to deliver unparalleled experiences in the areas that company
research showed NOOK tablet owners use most: reading, Web, video and
email. The reading experience is unmatched, offering beautifully
rendered text, magazines in spectacular HD and lightning fast page
turns. In fact, NOOK HD boasts the world’s highest-resolution ever on a
7-inch tablet and NOOK HD+ has a stunning 9-inch full HD display. Thanks
to top-end processors, the newly designed Web browser in NOOK HD and
NOOK HD+ is super-fast, making it simple and smooth to surf favorite
sites with a tap, pinch and zoom. New to the Web, ArticleView™ allows
you to customize your online reading experience. Both NOOK HD and NOOK
HD+ offer access to a collection of popular movies and TV shows through
new NOOK Video. And an all-new built-in email app offers new features in
an easy-to-use, clean format that supports a host of popular personal
and work-related email services including Microsoft® Exchange
ActiveSync.

CIO, CTO & Developer Resources

Starting at the low prices of $199 for NOOK HD and $269 for NOOK HD+,
nearly half the cost of the leading large-format tablet, both products
deliver an amazing value for customers. NOOK HD is available in “Snow”
and “Smoke” and NOOK HD+ is available in “Slate.” Experience the entire
NOOK family of products at www.nook.com
or at the NOOK Digital Shops and displays in one of Barnes & Noble’s
more than 700 bookstores and other leading retailers including Best Buy,
Target and Walmart. Barnes & Noble offers Always Free NOOK Supportin all of its neighborhood bookstores, with more than 40,000
NOOKsellers across the country ready to assist customers with setting up
their NOOK devices or choosing their next great read.

About Barnes & Noble, Inc.

Barnes & Noble, Inc. (NYSE:BKS) is a Fortune 500 company and the leading
retailer of content, digital media and educational products. The company
operates 689 Barnes & Noble bookstores in 50 states, and one of the
Web’s largest e-commerce sites, BN.com (www.bn.com).
Its NOOK Media LLC subsidiary is a leader in the emerging digital
reading and digital education markets. The NOOK digital business offers
award-winning NOOK® products and an expansive collection of
digital reading and entertainment content through the NOOK Store™ (www.nook.com),
while Barnes & Noble College Booksellers, LLC operates 667 bookstores
serving over 4.6 million students and faculty members at colleges and
universities across the United States. Barnes & Noble is proud to be
named a J.D. Power and Associated 2012 Customer Service Champion and is
only one of 50 U.S. companies so named. Barnes & Noble.com is ranked the
number one online retailer in customer satisfaction in the book, music
and video category and a Top 10 online retailer overall in customer
satisfaction according to ForeSee E-Retail Satisfaction Index (Spring
Top 100 Edition).

General information on Barnes & Noble, Inc. can be obtained via the
Internet by visiting the company's corporate website: www.barnesandnobleinc.com.

NOOK®, NOOK Store™, NOOK Video™, NOOK Video Apps™ are
trademarks of Barnes & Noble, Inc. Other trademarks referenced in this
release are the property of their respective owners.

NOOK reading and entertainment products make it easy to read what you
love, anywhere you like™ with a fun, easy-to-use and immersive digital
reading experience. With NOOK, customers gain access to the expansive
NOOK Store™ of more than 3 million digital books, plus periodicals,
comics, apps, movies and TV shows, and the ability to enjoy content
across a wide array of popular devices through free NOOK Reading Apps™
and NOOK Video apps, available at www.nook.com/freenookapps.
NOOK owners receive Always Free NOOK Support in any of Barnes & Noble’s
nearly 700 bookstores. Find NOOK devices in Barnes & Noble stores and
online at www.nook.com,
as well as leading retailers including Best Buy, Walmart, Target and
many others. NOOK products will also soon be available in the United
Kingdom through www.nook.co.uk and leading
retailers.

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